Nowadays, protecting market share against rival firms is more important than ever due to the decline in market growth rate and the increase in the competition. The main requirement for protecting market share is to create loyal customers. Switching costs are one of the strategies for reaching...

In recent years, service quality, trust, corporate image and switching cost are mainly viewed as the primary determinants of repeat choice behavior. In the literature, according to many authors, switching costs have (1) financial switching cost, (2) procedural switching cost and (3) relational...